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Key Takeaways
- Hostess launches the Munchie Mobile, a 4/20-themed snack truck tour tied to its new brand platform, “We Speakie Snackie.”
- The road trip kicks off April 10 in NYC and ends April 20 in Brooklyn, with a daily Route 420 tour stopping at Curaleaf dispensaries along the East Coast.
- Created by PSOne and led creatively by BBH USA, the campaign taps into stoner culture and snack cravings to reignite excitement about the brand's products.
If you’ve got the munchies, Hostess has the snackies.
That’s the message behind the brand’s latest campaign, “We Speakie Snackie,” brought to life through a multi-stop road trip called the "Munchie Mobile."
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Timed around April 20 — one of the biggest snacking days of the year — the mobile activation is serving up Hostess fan-favorites in pop-up stops, including:
- Twinkies
- Ding Dongs
- Donettes
- Kazbars
The tour kicks off in New York City on April 10, where fans can grab free treats at 481 Broadway from noon to 6 p.m.
It will be wrapped up with a big appearance on April 20 at 122 Flatbush Ave. in Brooklyn.
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Mobile Munchies was developed in partnership with PSOne, Publicis’ Power of One solution for The J.M. Smucker Co., and led creatively by BBH USA.
It combines snack culture with pop culture by addressing people's love for both cannabis and cravings.
"Our latest 'We Speakie Snackie' campaign for Hostess is all about showing up where snackers are," Erica Roberts, Chief Creative Officer at BBH, said.
"So if you have the munchies, we’ve got just the snackie to satisfy you.
As a snack brand that loves to play in culture, we knew there was no better day to activate around than 4/20, the biggest cravings-filled day of the year. It just makes sense."
Hostess is relying heavily on experience-led marketing — creating real-world moments designed to let people taste its snacks firsthand, targeting both old and new consumers.
Rolling Out the Snack Spirit
For fans outside of New York, Hostess is taking its treats on the road from April 11 to April 19 as part of a cheeky “Route 420” tour.
The Munchie Mobile will make daily appearances at Curaleaf dispensary locations across the East Coast.
People will find that the van will always be parked at 4:20 p.m. sharp, matching the spirit of the holiday. Stops include:
- Oxford, MA
- Groton, CT
- Stamford, CT
- Frederick, MD
- Columbia, MD
- Bellmawr, NJ
- Edgewater Park, NJ
Beyond product giveaways, the activation helps define the “We Speakie Snackie” voice — one that’s casual, irreverent, and plugged into cultural conversation.
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From the whimsical campaign name to the interactive elements injected, Hostess' latest efforts hopes fans can enjoy a snack-filled holiday with its world-famous munchies.
By showing up in dispensary parking lots at 4:20 p.m., the brand is going all in on the humor and habits of its audience.
It’s a fun, no-pressure way to introduce Hostess’ new brand platform, with a simple strategy: give people a reason to smile — and snack.
A brand can stay iconic while staying relevant by reintroducing itself through fresh storytelling, updated cultural cues, and experiences that resonate with a new generation of consumers.
Last month, BBH USA and Hostess unveiled its new "Speakie Snackie" platform to reinvent the brand.
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